Sometimes You Should Just Say No

Another question web advertising brings up is one of bravery. If your client markets macrobiotic toilets to people who have a deep-seated pagan hatred of electricity, tell them not to bother with web advertising. Perhaps they should just set up a stall at the Nimbin markets.

Equally, you might have a client whose products are just screaming out for promotion on the web. Don’t wait until they are approached directly by a couple of web-authoring cowboys who have designs on your client’s press/print budget.

Get moving now and you can prove just how hard you work on finding new market opportunities for your client. That way, you can propose it as an addition to their schedule, instead of having to fight tooth and nail to claw back a few of those precious Xs that currently litter your media schedule.

Okay, so you’ve decided you’re not going to wait around until some other big, hairy web spider comes along and devours your clients’ budgets. Of course, if web-site creation for your clients were easy, everyone would be doing it. Although, lately, it seems like everybody IS doing it...

The key is to not only make your clients aware of the difference between professional marketers using digital tools and hobbyists with a smattering of HTML knowledge, but to demonstrate the difference.

Wanna be a big nasty web spider instead of a fly? Show how you can out-think the competition and you’re half way to taking your business into this new (and potentially very profitable) medium.

David Benham is Creative Director of The Write Stuff. He can be contacted by phone on 0413 540 160 or by E-mail: [email protected]

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